- Sunrice Consumer:
- Journey of Rice
It was the first time that nutritional value and product quality and consistency were emphasised in the marketing of Australian rice. Decades of research and adoption of new technology followed, with SunRice manufacturing an ever-growing and innovative range of new products from rice and rice by-products.
As in most industrialised countries, the potato was the historic staple carbohydrate in Australia. Rice was traditionally seen as an accompaniment to dishes such as curry, and perhaps as an occasional dessert.
The great opportunity for SunRice came in the 1970s when migration from Asia to Australia was significant and the cuisines available in Australian cities changed almost overnight. Thai, Malaysian, Indonesian, Japanese, Vietnamese and Korean restaurants appeared, featuring rice as the main carbohydrate. Suddenly Asian food was very fashionable.
As Australia became more cosmopolitan, Australians grew increasingly interested in cooking Asian and other ethnic foods at home, leading to a new market for rice.
The famous 'Rice Sculptures' advertising campaign by SunRice, which won major Australian and international advertising awards for its unique, creative and innovative promotion of rice health benefits, helped increase rice consumption in Australia.
With a long tradition of co-operation and growth, SunRice is now one of the biggest branded rice food companies in the world, and an Australian icon.